Design Mechanisms in Increasing the Growth of Plus Batik MSME's Instagram Accounts

Social media is increasingly becoming a mainstay for Micro, Small, and Medium Enterprises (MSMEs) to do marketing, branding, and even sales. At least 42% of MSMEs in Indonesia have used social media or digital platforms. In the Covid-19 pandemic, using social media to carry out business activities is increasingly inevitable. As an SME that started its business at the end of 2020, Plus Batik utilizes social media, especially the Instagram platform (plusbatik.id), to increase awareness as a batik brand from Jogja. Excellent social media planning, primarily through content mapping and editorial planning, is the key to successful account growth. This research was conducted to analyze how Plus Batik carries out the mechanism of content mapping and editorial planning. Then, by monitoring and evaluating, how do the content mapping and editorial planning increase the growth of @plusbatik.id’s social media accounts? This study investigates the problems and objectives of the @plusbatik.id account using empirical methods with a qualitative approach and then designs content mapping and editorial planning for three periods. Then produce three content types: 'Post' is created with a call to action, 'Story' uses the features of questions, quizzes, polls, and votes, and 'Reel' utilizes hashtags currently being widely discussed. The account's growth is obtained through algorithm analysis of the Insight feature.

This research will examine how Plus Batik, as a small business that has just been established for less than two years, Plus Batik can run its Instagram account (@plusbatik.id) by designing content mapping and editorial planning, done periodically. Plus Batik is an MSME engaged in making batik and batik fashion from Yogyakarta. Established in November 2020, Plus Batik is a batik brand that offers the beauty of wearing Batik but also wants to provide an experience with Batik. The experience is the commitment to support improvements in the batik industry to become more humane, sustainable, equal, and prosperous. This is in line with its slogan 'Batik untuk kehidupan lebih baik' or 'Batik for a Better Life,' in which Plus Batik adheres to the concept of Sustainable Development Goals (SDGs) so that in practice, responsible for consumers, the environment, and its workers.
The choice of Instagram as Plus Batik's leading social media is considering that this social networking is widely used by MSME businesses to promote their products and services; the We Are Social report by Hootsuite in 2021 stated that Instagram was able to rank third as a social media platform frequently visited by Indonesian netizens after Youtube and WhatsApp.
Meanwhile, a survey conducted by Sea Insights in 2020 shows that as many as 54% of MSME entrepreneur respondents in Indonesia have adapted to using social media significantly to increase sales (Alika, 2020). This is a solution because micro-enterprises such as MSMEs and SMEs often face problems, especially in marketing, which is generally focused on market and product competition, issues of access to market information, and institutional difficulties supporting small businesses (Wardhana 2015).
Meanwhile, Bandyopadhyay (Bandyopadhyay 2016) said that although two-thirds of MSMEs have realized their business involvement on social media is essential, developing strategies and setting realistic and measurable goals is crucial. As stated by Bandyopadhyay (Bandyopadhyay 2016), the plans intended for businesses or micro-enterprises include creating brand awareness, encouraging conversions to generate reputation, strengthening relationships by This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. creating engagement, monitoring, providing support, and getting feedback from readers.
Although these goals tend towards marketing, the most crucial thing in using social media for MSMEs is the effectiveness of creating awareness of the products offered.
In various literature, social media planning uses different methods and strategies, especially for uploading Instagram accounts. Content management is essential in digital marketing because it encourages engagement, attracting audience interest later. Visual power and persuasive captions can strengthen product marketing and generate interest (Fitriani 2023). Sari (Sari 2021) mentions that there are at least four stages, the first is data collection using informal research; the second is setting planning goals and seeing the target objectives; the third is the implementation of the theme, communication strategy, and design process; and fourthly the evaluation and input obtained from the Instagram Insights feature. Meanwhile, Febricha and Pribadi (Febricha and Adi 2020) planning marketing communication content on Instagram accounts can be described in four stages: analyzing the situation, strategy, implementation, and evaluation.
Instagram content planning generally includes analysis of common problems, content creation or design, and content evaluation can be done carefully to become more attractive, organized, and systematic. Especially for micro businesses, marketing planning on social media is also influenced by financing or fund efficiency. Planning is also iterative and will go through trial and error to find the optimal pattern of content uploading (Barker, Barker, and Bormann 2013).
Message planning strategies on Instagram are also carried out with a broader framework, such as community-building, working with influencers, and designing stories to strengthen visual content (Putri and De 2016). The same thing was done by Kusuma and Sugandi (Kusuma and Sugandi 2018), who explained that planning for the use of Instagram was carried out by analyzing problems, analyzing audiences, determining goals, choosing media and communication channels, and developing plans or activities to achieve goals. In a similar context, Tresnawati and Prasetyo (2018)  Although these various studies have provided an overview of social media planning strategies, it is still rare to find research that offers a representation of the practice of designing content planning with a concentration on account growth intentions. Social media, however, is a visual medium that must be persuasive in communicating the aims and objectives of an account. No matter how sophisticated the goals are to be achieved, if the content displayed is less attractive and poorly planned, the account's growth will not be achieved.
This study presents the mechanism for creating content planning using range mapping and editorial planning. Both guide designers and Social Media Officers (SMOs) in producing and uploading the content. Thus, this research aims to measure how Plus Batik carries out the design mechanism of content mapping and editorial planning. By monitoring and evaluating the results obtained from the @plusbbatik.id account insight feature, researchers then analyze how the plusbatik.id Instagram account grows?
Ultimately, the authors also intend to make a series of stages for making content mapping and editorial planning, which business actors can then implement.

METHOD
This research method is qualitative, using an empirical approach. It meant describing the data with a conceptual approach and analyzing the behavior of the people who made the content mapping and editorial planning. Moleong (Moleong 2002) explains that qualitative research methods are non-probability and do not collect samples in the form of numbers. However, this research contains and analyzes Instagram algorithm data intending to conduct tests to ensure truth. Thus, the effectiveness of the content through an empirical approach or describing the conditions of the research object is seen as it is. Arikunto (Arikunto 2006)states that a practical process is carried out to provide a framework of evidence or testing to ensure the truth of the research object so that data and information can be extracted as much as possible. The research object referred to in this study is the implementation of content mapping designs and editorial planning, carried out in three production periods, from May to August 2021. The research object can also be seen as practical guides on creating social media content, especially from editorial plans and content mapping.
The making of content mapping and the editorial plan is preceded by analyzing the situation and the objectives or goals to be achieved. Investigating the condition or position of the account will then be followed by determining the goals to be completed, whether it's creating awareness of the products and services offered, creating brand awareness, managing company reputation, strengthening relationships with followers or readers, providing customer service, or getting feedback from readers (Bandyopadhyay 2016). In this research, the method of making content mapping and editorial plan is carried out with the following series of activities:

CONTENT PRODUCTION
The primary data focuses on deepening the message content through discourses, surveys, and interviews related to Batik and waste. Thus, comprehensively understanding the content message, mapping, and editorial plans can be more accessible. Meanwhile, the secondary data are obtained by doing reference studies or comparisons from other accounts that have the same contents issues, such as @sejauh_mata_memandang @sukkhacitta and @duanyam.

RESULT AND DISCUSSION
The content design process for Plus Batik's Instagram account begins with analyzing the target audience. Previously, Plus Batik had determined its customer segments, namely women and men aged 25 to 40 years and living in big cities. Has a love for Batik but tends to use modern or contemporary motifs with casual clothing styles that can be used in everyday life.
More than that, Plus Batik targets those concerned with Sustainable Development Goals (SDGs), especially those related to improvements in the batik industry. This was then raised in the campaign strategy for the first period, May 24 to June 20, 2021. Even though Batik is the pride of Indonesia and is even understood globally as an intangible world cultural heritage through the 2009's UNESCO award charter, the batik industry still leaves a lot of 'homework,', especially on the environmental sustainability of batik production sites. Liquid waste from dyeing batik dyes is still dumped directly into rivers, leaving ecological problems, including liver health (Mulyasari 2016). Disposing batik dye waste now to the environment and does not manage through the Wastewater Treatment Plant (WWTP) has become a behavior carried out for generations. This has resulted in significant changes in river water quality and quantity (Adi, 2008). Most of the batik industry originates from micro-scale home industries; therefore, there is little or no concern for and provision of funds for waste management.
Apart from waste, another problem in the batik industry is wages which still do not prosper the workers (Melati 2017). In Yogyakarta, for example, batik workers are only paid around IDR 40,000 -80,000 or less than 6 US Dollars (exchange rate IDR 14,351) per day (Anon 2021).Assuming that the average monthly wage is only IDR 1,500,000; therefore it is lower than Yogyakarta's provincial government of Regional Minimum Wage in 2021 of IDR 2,069,530. This is concerning because, in Yogyakarta alone, which has earned the nickname of the International City of Batik, batik workers are still paid below the standard of living.
Another issue related to SDG's is about empowering the community through various training related to Batik. Plus Batik has been invited to provide batik training for government, private and individual agencies. This is the foundation for building a community that comes from its customers and people who care about Batik. Those who are part of the Plus Batik community are named #PlusPeople.
Aside from raising the improvement of the batik industry by SDG's principles as the central theme, Plus Batik then raised this as a campaign strategy on the Instagram account @plusbatik.id. Through the storytelling approach or writing stories related to problems in the batik industry, content is produced by adapting various photos and charts to tables. The script or caption section describes conditions related to batik waste, wages, and empowerment.
Furthermore, the description of these problems is adapted or actualized to situations close to the community. For example, batik waste can contaminate nearby rivers and be used to irrigate paddy fields. If the wastewater is infected, the rice and rice that we consume as daily food can harm the body.
Apart from presenting problems in the batik industry, the marketing strategy for the second period (June 21-July 16, 2021) is to showcase various products of Plus Batik specialty with knowing and parang batik motifs designed in a contemporary manner. Plus, Batik strives to This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
give a modern approach disparate from the batik motif. Along with casual clothing styles and bright colors make it look attractive. In this period editorial plan was created by visualizing models wearing clothes accompanied by messages that were in line with the philosophy of sustainability in the fashion world, namely the movement of responsible production and consumption.
In the following or third period (July 17 -August 22, 2021), the theme is 'All about Plus Batik.' This section summarizes or combines the content created in the first and second periods with a more attractive and descriptive appearance. The product visualization then not only explained the product description but raised information related to the exploration of Batik in general and the Batik produced by Plus Batik.
The goal that Plus Batik wants to achieve is to create brand and product awareness. Also, with the correct editorial, each content is expected to generate engagement rates. These three goals are relevant considering that Plus Batik, as a new MSME, wants to gain awareness differently. Not just sell products but provide education related to problems in the batik industry and how Plus Batik intends to contribute to solving these problems. With a suitable engagement matrix, it is hoped that it will be able to boost the growth of the @plusbatik.id account among its target audience.

Creating Content Mapping and Editorial Plan
As for content mapping, it describes the schedule in the form of days and upload times arranged in weekly or monthly timetables. In addition, the central theme and sub-themes are defined for each day by paying attention to patterns, templates, and important events when the content is uploaded. This section also determines the type of Instagram content.  Third, what is the latest content from Instagram, namely 'Reels' or video content with 15, 30, to 60 seconds? Reels have a dedicated page, although users can also set the placement of this type of content on the front page of the timeline. Fourth is 'Instagram Live', which allows users to broadcast live with a maximum duration of 60 minutes. Broadcast recordings can be stored in archives or published as Instagram TV content. In addition, users can also categorize content that appears on separate pages. This feature helps users, especially business actors, display content and the catalog.

Postingan Postingan
Posting an The editorial plan then applies the content mapping that has been made with a visual appearance along with scripts or captions and hashtags related to the content. With editorial planning, it is possible to thoroughly review before uploading. The script section also considers the language that suits the target consumer. In the visual appearance, we also have to pay attention to the tones and manners of the content to connect the content. While the script section describing the visuals is also directed at creating engagement rates, which is a measure of interaction on Instagram, such as likes, comments, shares, views, saves, and reposts. Engagement metrics are essential for building customer trust in Plus Batik.  In the first period of content (figure 1), a content template is created as a framing heading for the Plus Batik logo and footers for #Batik for Better Life and #MadeInJogja. Besides that, in the visualization, whether it's a single image or at the beginning of the carousel content model, there is also a headline script in the form of a short sentence that directly shows the intent of the content. This headline is also a strategy to immediately tell the theme accession because it is conveyed in a question sentence or using an exclamation point. This method, especially content with a carousel model, makes readers interested in knowing the complete information by sliding or swiping into the following image.
The description section of the image is divided into at least three paragraphs, namely the opening, message content, and closing. In the opening part, the message refers to the question sentence to connect the content with the reader. Message content explains in more detail what information you want to convey. At the same time, the closing can be a sentence that invites the reader to engage by commenting, liking, reposting, or even saving. This solicitation sentence has also been termed a 'call to action.' In addition, the closing section usually ends with hashtags (word tags and fences; #) in the form of words or sentences in a row which algorithmically will enter into the same category space so that it is easier for other readers to find. The more hashtags Instagram users use, the easier it is to search. However, hashtags must be related to the content of the message and should not be too many.   dynamic. In these two periods, templates were also specially made with visual uniformity. One content and another are interconnected with the background of the arrangement of various batik motifs typical of Plus Batik. The experience will then become the border of the message. At the same time, the core message of each content is made on colorful blocks with pastel colors. These templates are significant for highlighting the theme of a particular period and for making an excellent impression on the front page of a timeline.  The implications of editorial planning include organizing and identifying views as a whole. When monitoring, for example, we can find out the performance of the content, whether it has met the target or not. If it is inappropriate, it is possible to make corrections or edits directly or in real time. Even with feedback or interaction with readers, we can respond quickly to increase the engagement matrix. As long as the content follows content mapping and editorial plan, the @plusbatik.id account experiences dynamic interactions. Each content affects the growth percentage with an optimal value, integrating posts with Stories, even Reels in one day. In the first period, it uploaded 28 pieces of content, both Posts and Stories, focusing on providing informative content related to challenges in the batik industry. Content that discusses the liquid waste management system gets the most attention, especially when it comes to asking whether the rice we consume is free from waste contamination. Thirty-nine viewers liked it, and 16 comments discussing their concern and shock about this fact. One of the @alvinrrs' followers also revealed that the same condition occurred around his house in the Bekonang area, Mojolaban, Sukoharjo, where the ditch water used to irrigate the rice fields is polluted by textile factory waste. In the interaction in the comments column, the environmentalist account @greenpeaceid is also mentioned so that it gets careful attention. #tasbelanjaan #tasbelanjaankeren #totebagkeren #tasbatik #totebagbatik #plusbatik #batikuntukkehidupanlebihbaik #reelsvideo #reelsjogja this content gets a high algorithm.

Monitoring and Evaluation
In the period when the most interactions occurred on August 12, 2021, or to commemorate National UMKM Day, during the making of the editorial, it has been planned to generate a commemorative greeting story and feature selected MSMEs profiles, namely Kaja Shibori, Leg Blanket, Shiroshima Indonesia, Okainku, Gunawan Setiawan Batik, Putra Laweyan Batik, Decodian, and Lila's Wardrobe. It turned out that this received a pretty good response because the MSMEs whose profiles were appointed by Plus Batik then reposted Plus Batik's uploads. That way, it's not only MSMEs that get exposure. Plus Batik also gains awareness from MSME account viewers, some of whom have a more significant number of followers. In addition, MSME's also get to generate a total reach of 241 viewers, five content interactions, and six profile visits by non-follower Plus Batik viewers.
From monitoring the performance of content with a high level of engagement, both in the first, second, and third periods can be evaluated as follows: 1. Stories with similar themes must support posts to optimize audience reach since Stories are more desirable to watch 2. Headlines as visual copy for content that has extended information. Headlines lure viewers into seeing the content or message in the caption and the following visible row (for carousel format).
3. Visual optimization can be done by creating a short-duration video in the Reel content type.
The reel is interesting, but this Instagram's new feature is also algorithmically driven to be played more by followers or non-followers. With the right hashtags and related to current conditions, the Instagram algorithm will automatically play Reel videos according to the preferences of the audience.
4. Optimizing interactions with Stories content with attractive features, such as asking questions, quizzes, polls, votes, and even mentioning other accounts as part of the content. Mentioning or tagging other accounts is a strategy to expand the content reach. One of the Stories features even provides its tool icon to mark MSME accounts so that an attractive display icon encourages viewers to check the account.
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CONCLUSION
As an MSME established during the Covid-19 pandemic, Plus Batik utilizes social media as 42% of Indonesia's total 64 million micro-entrepreneurs. Instagram was chosen because this platform increasingly presents features that make it easier for business people to explore their products and services. Instagram is also the third favorite social media for Indonesian netizens.
Content design is essential, especially since many MSMEs have limited funding for content production, including limited human resources qualified to operate their social media pages.
Creation planning is also part of the effort to increase account growth.
Content mapping and editorial planning are essential in producing content for the @plusbatik.id account. Previously, an account situation analysis was carried out targeting urban audiences aged 25-40 years, especially those concerned about the sustainable development movement, who love Batik, and tend to choose modern-casual clothes. This concept is also the campaign strategy to create brand awareness and product content, and production is then implemented. In content mapping, three periods are made, each describing the upload time, theme, and type of content, be it Posts, Stories, or Reels. The first period narrates the challenges in the batik industry, then the second period regarding responsible production and consumption in the fashion industry. After monitoring these two periods, for the next or third period, start exploring Batik, products, motifs, and Plus Batik philosophy.
Editorial planning then translates the content mapping table with visuals or scripts. This section also determines the template for each period. With the strategy of extracting themes in each period, the tone and manner were determined to make the content unity visible.
Additionally, visual design displays and scripts for each content are also created to generate interactions, resulting in a high engagement rate. Relevant hashtags and inviting the audience to interact or make a 'call-to-action' can also boost engagement.
The monitoring and evaluation results show that post-type content, whether in the form of information or products, in addition to visual appearance, must also be attractive in the caption section, accompanied by a call-to-action. Posts with information news made using a carousel model have to be supplied with sort but persuasive headlines. Meanwhile, in Stories content, optimizing interaction with features such as questions, quizzes, polls, and votes is feasible.
Meanwhile, for Reel content, it is necessary to use and utilize hashtags currently being discussed to include them in the Instagram algorithm.
After the period of designing content mapping and editorial planning ended, the performance of the @plusbatik.id account was considered quite adequate, with growth in account reach for both followers and non-followers to see; high interaction, especially when lifting or joining the conversation that was going on that day, as well as an increase in the number of followers.
Therefore, this research can be used as a reference and practical guide for the mechanisms and stages of creating social media content, especially with table, editorial plan, and the result in boost engagement. However, this research still has limitations, especially in terms of analysis data performance that do not only come from the platform or Instagram insights but professional website analytic tools which can read more precisely and in detail.

ACKNOWLEDGEMENT
Our thanks go to Plus Batik, especially Rosehasna as SMO or Social Media Officer Plus Batik, who has helped create content mapping and editorial planning. We do not forget to convey to P3M STIKOM Yogyakarta, which has supported and funded this research.